If you have a business website, you know that there are many ways to market your website online, and pay-per-click advertising (PPC) or Google AdWords is one of them. Apart from making sure your SEO is effective and that you have high quality content to deliver to your audience, paid search advertising can help you gain the valuable ad space that Google runs on its search engine results pages depending on the keywords you want to be ranked for.
Before delving further into how PPC campaigns can benefit your business, you must understand what Google AdWords is, how suited it is for your business and how you can use it to increase traffic to your website as well as conversion rates.
Imagine if you could be the first site that shoppers searching for your kind of products online see when they go on Google to looks for products and services in your field. Google AdWords is what makes this possible; it provides a few slots on every results page where advertisers can pay to show ads that redirect to the relevant sites that offer those products/services shoppers search for.
Unlike the normal search engine results, for which a website does not pay, you will pay Google some fee to appear in its ‘Sponsored Links’ sections. It is the online version of how a company pays to have its advertisements run at the commercial break during certain shows on TV.
With the PPC system, you and your competing advertiser will bid to appear on sponsored link slots for the keywords you are interested in. The advertisers that win for those keywords get to display their business under the paid search results section on the page. Now, if you win the slot, you only pay Google for the number of users who click in to your site through that result, hence the name ‘pay-per-click’.
Because Google also wants to increase its revenue, it has to make sure that the advertisers that win the slots offer the most relevant content so that a larger number of users can click on that result. Therefore, Google has a separate paid search algorithms that it uses to assess advertisers bidding for specific keywords.
Research shows that over 80% of consumers today are using Google and other search engines to locate different products and services. You also have probably gone on Google to look for something you wanted to purchase but were not sure where you could find it. Shoppers are increasingly trusting Google to provide solutions to their online shopping needs, which means that there’s a prime market in these people for you to take advantage of.
For instance, over 160 million people in the US who own smartphones, run search queries of different kinds on their devices. If you are not getting exposure to these people, then you are sacrificing potential consumers to the businesses shown there. If people cannot see your site when they go online, you are losing out on potential leads and the revenue that would come as a result.
There are many benefits that you can gain from getting professionals to run your AdWords campaign. This is an effective online marketing technique offering your business a way to gain competitive advantage within your target market. Some of these benefits are as listed below:
High exposure – paid search links show among the first five results of search engine results pages and so you stand a high chance of gaining traffic.
Wide reach – Potential customers will be shown these ads that are relevant to their search queries, which mean you, will gain not just traffic, but targeted consumers already interested in your products or services.
Geo-targeting – Google displays its ads in a targeted geographical location depending on the services that you offer – it can show up on international searches if you run export services to all countries for instance, or just for your country if you do not.
Reporting – through its reporting and analytics tools, you can get the chance to analyze the performance of your PPC campaign so that you can make relevant decisions about how to direct your future campaigns.
Inclusivity – Google AdWords does not exclude anyone – they have methods to include people from all business fields and within the budgets that they can afford. You will also be able to manage your budgets and bids continually depending on your current circumstances.
The first step towards ensuring you gain the most out of your Google AdWords campaign is to hire professional services to guide you through the process. They will help you to determine what your business goals are and how much you have to direct towards your Google PPC program.
If you are interested in gaining leads and high conversions, Google AdWords is the best tool to use. The team dedicated to your account will run all the technical aspects of the campaign including setting up the account, optimizing it to win on bids and managing it continuously to ensure you gain the most returns for your investment.
How successful you become will depend on the competitiveness of the keywords on which you are bidding, how much you have to dedicate to the campaign among other factors. However, once you partner with the right firm, you are well on your way to ensuring success.